In order to make an in-app purchase, complete a form, process a payment, every app user must go through a series of steps in order to reach a final point where they have completed their user journey. These steps can at times be complicated and result in the user abandoning their journey, leaving the brand with an unfulfilled cart, an incomplete form or one confused app user. You want to identify these issues early, optimise your app UI and engage users who didn’t complete the process. If you’re not using funnels, now is the time to get on board.

Funnel Analysis

The use of ‘funnels’ allows brands to track the various steps a customer has gone through and see if they have followed through to an in-app purchase, or whether they have stopped and left the app. This data is extremely valuable to you when creating a successful app strategy and it provides you with insights that can boost your overall app revenue.


If an app user has selected certain items only to give up because they got distracted, had second thoughts or found it difficult to check out, you’ve lost out to potential revenue. This is an issue that needs to be addressed. Optimising the app, testing and then sending it to store is an option that will take time. In-App messaging and push notifications can quickly address this issue.

For example, if a user was looking at buying a new swimsuit for their holiday but then stopped when they got to the confirmation page, that’s an issue. Your user has shown clear intent to buy. Segmenting these customers and then re-engaging them through mobile marketing automation with relevant nudges to help them complete the purchase will drive increased revenue for your app.


If your app users are repeatedly using your app but not completing key expected user journeys, this gives the business an insight into the effectiveness of their user journey flows and how user-friendly it is. From this data, you can make tweaks to improve the app, making it easier to navigate thereby encouraging more sales.

Time Lag

If it is clear that sales are not doing well through the app, it is useful to be able to identify which specific step is causing the most problems. By identifying which page users spends the longest amount of time on before they abandon the process, marketers can pinpoint the step that is discouraging users from completing the process.

Identifying Loops

If a user is continuously going from the search-to-results page, it may be a sign that the user cannot find what they are seeking. A fashion retailer, for example, could take this as an indication that they are not as up-to-date on the latest fashion trends as they may have previously believed.